Source: www.emarketer.com As programmatic advertising—an automated, technology-driven method of buying and selling digital display advertising—becomes a common method for securing banner ad inventory, both buyers and sellers look to apply it to the most premium of inventory: digital video. […] Perhaps the greatest allure of programmatic video buying is that it promises to erase theRead more
Chip Meyers, ReactX CEO, asks why brands that are willing to take their media-buying in-house are not doing likewise with their creative? For many major brands, programmatic ad buying is no longer an experiment — it’s part of their long-term marketing strategy. With brands committing themselves to the method, the next step for more and more businesses is to take the development of these campaigns in-house.
Panelists tried to identify the reasons for this lag in creative — among them “standard banner sizes” available in programmatic, according to Stefan Kosel, GM Product, Reactx. “Forget about fixed sizes,” said Kosel. “Publishers don’t have fixed size pages, they have responsive design.”
Opening up formats would help with another challenge: “Trying to get creatives excited” about the possibilities of imaginative work combined with technology, noted Waddle.
Original Article: www.the-makegood.com Bryan Robb is the Founder and President of Digital Throttle, a vertical ad network that provides online advertising solutions across a highly-focused community of websites. Prior to founding Digital Throttle, Robb led aftermarket online sales for Source Interlink Media, the parent company of over 60 iconic brands such as Hot Rod, Motor Trend,Read more
Original Article: www.mediapost.com ReactX, an ad platform that entered the programmatic arena earlier this year with a focus on trading “high-impact, custom” ad units, recently announced new tools to audit the creative of ads flowing through its platform. “High-impact, custom” ad units are digital ads such as page takeovers, peel downs, video overlays, etc. Since theseRead more
We are enabling the programmatic buying of high impact custom premium ad inventory at scale via RTB. Our buy side tools now enable brands and agencies to leverage cool, custom branded integrations using audience data and insights, which in turn gives them the ability to maximize their buy value and yield for non standard and highly engaging creative. It’s the same process they already use with boring, old standard ad formats, which unfortunately have contributed to consumer banner blindness and depressed CPMs. This is the race to the top of programmatic, as opposed to what the industry has perpetuated in terms of the race to the bottom.
Sad but true: programmatic has been limited by its reliance on standard units, even ones as fun and funky as IAB’s Rising Stars. Complex, high-impact units (think rich media and video) tend to fall under the purview of direct sales because they require custom integrations and seemingly endless rounds of testing. Constant hand-holding equals a lack of automation, depriving elaborate branded executions the glory of scale.
Original Article: http://www.mediapost.com by Chip Meyers Digital advertising gives brand marketers the ability to orchestrate campaigns with remarkable scale, to reach specifically targeted audiences with a precision that could only be dreamt of in traditional media. By now, this much is a given. But by and large, the capacity to create and deliver deep brand experiencesRead more
Original Article: http://www.mediapost.com by Chip Meyers You don’t need to consult the leading voices in the digital advertising industry to know that programmatic ad buying has altered the way forward-thinking brands find and engage new audiences at scale. Programmatic has proven to be a tremendous asset for brands to find their target audiences, wherever they happenRead more